Now with Christopher Nolan’s The Dark Knight I can understand the IMAX presentation. In that film the opening bank heist and several establishing shots were shot on IMAX film. For Iron Man 2 the IMAX presentation we’ll get will be an upconverted using DRM technology. “The success of the first Iron Man movie catapulted the franchise from the comic books to theatre screens, and we’re excited that the IMAX format will offer fans an even more immersive way to experience the sequel,” says Tim Connors, Chief Operating Officer of Marvel Studios.
Frankly, it seems like a ploy to increase gross earnings and possibly overtake The Dark Knight‘s opening weekend total. Looking at the recent success of Avatar, it’s presentation in IMAX 3D was a benefit to viewers, but a 2D film that is upconverted doesn’t seem worth it. When asked about the Marvel superhero’s vault to IMAX, IMAX CEO Richard L. Gelfond said, “The rollout of our digital projection system has enabled us to add more films to the slate, and we’re very excited to partner with Marvel and Paramount on this next installment of the incredible Iron Man franchise.”
There’s a big debate on the legitimacy of IMAX screens in the theater chains that was fueled last summer by Aziz Ansari of Parks and Recreation when he twittered about AMC and Regal Theatres have “fake IMAX.” And the more you read about it you come to realize that just because you pay a premium price tag that does not mean you get a premium movie-viewing experience.
So what does everybody think. Will you be seeing Iron Man 2 on IMAX, or will you just see a regular digital presentation?
Source: Box Office Magazine
Tags: Avatar, Iron Man 2, The Dark Knight